4 Content Marketing Takeaways from Marketing Nation Summit 2015
One of the best things about conferences like Marketo’s Marketing Nation Summit is the wealth of information and ideas available to all attendees. One of the worst things about conferences like Marketo’s Marketing Nation Summit is the wealth of information and ideas available to all attendees. As thrilling as it is to be inspired by brilliant people who are doing awesome things, it can also feel overwhelming and exhausting. And therein lies the crux of the content marketer’s problem.
Attention is a finite resource and we barely have the time to absorb, let alone digest, all the information that is regularly presented to us. How can we expect our customers to keep doing it? Marketing Nation Summit provided a great lens for focusing on some of the biggest trends and challenges facing marketers. Here are four that stood out to me.
1. The Marketing Software and Services Landscape Is Vast and Varied
As marketers, we have an unprecedented variety of software products and platforms available for nearly every aspect of our ever-changing jobs. Entire ecosystems of supporting software and services have sprung up the tools we use, offering to simplify, amplify, and enrich what we can do. For those of us selling that software, it means we need to get better at articulating what we do best. For the marketers shopping around, understanding your goals and having a well-defined process will help you navigate this crowded party.
2. Measurement Is Becoming More Critical, But Not Easier
Measuring the impact of content and correctly attributing influence continues to challenge the most sophisticated marketers. Even Marketo’s own team eventually resorts to Excel spreadsheets and elbow grease to produce detailed, accurate reports. It can be a little discouraging, but metrics get budgets, and we can hope that the next crop of marketing solutions will make measuring content effectiveness more intelligent and streamlined.
3. Who’s Left To Listen When Everyone Is Talking?
The battle for attention is endless and the competition is fierce. There’s no guarantee that the best or most useful ideas will surface because of the sheer volume of marketers creating and publishing content in unison. It’s tempting to resort to gimmicks to get attention in the short term, but that won’t necessarily solve the attention deficit problem because marketers have gotten so good at filtering information even as they distribute more of it. If your message reaches the intended recipient, don’t waste the opportunity to engage on poorly chosen content.
4. Content Marketing Is a Lot Like Calculus Tutorials on YouTube
Khan Academy founder Salman Khan’s cousins confessed they preferred his pre-recorded videos over his real-time one-on-one tutoring. Why? They felt less intimidated when viewing tutorials on their own. In the growing global appetite for content, it’s easy to see people who don’t want to enter crucial conversations around buying products and services feeling uninformed. Content that makes buyers feel smarter and empowered, and that they can consume on their own time, has universal appeal.
The Future Looks Challenging, But Far From Hopeless
Don’t go hoisting your digital white flag and ceding victory to other content marketers just yet. Opting out of the content marketing race is not an option while the demand for valuable resources persists. But as the digital marketing landscape grows not only more vast and complex, but also louder and more crowded, the pressure is on to deliver more meaningful, relevant content and measure its impact in a way that informs future decisions. Do you have a content strategy and the right resources to increase relevance? Make it part of your plan now.
Karo was born in Poland, and learned to speak English by watching "Saved by the Bell" reruns during her first summer in the U.S., which has left her unable to go through life without occasionally breaking the fourth wall. As Percussion's content marketing manager, she oversees and creates content that drives website traffic, engages followers, and helps fill the marketing and sales funnel. She writes about content management, content marketing, SEO, social media and web design, and how to make it all less complicated.